Google Ads: Why Is Remarketing Important?

Have you ever lost a customer because they’ve left your website before completing that crucial end goal? Well, this is when you should consider remarketing ads or emails. In fact, display remarketing using ads is said to make it 70% more likely to get customers to increase the conversion rate of a website!


Click-Through Rate Increase


Conversion Rate Increase


Users That Don’t Convert First Time

However, your question probably is, what is remarketing? Put simply, it’s a way in which a business retargets its website visitors that didn’t contribute to a conversion. This can be done in ways such as display adverts on Google search, social media, videos, or even through email; but, more on that later! This conversion could be as minute as signing up for a newsletter (micro) or as big as purchasing a product (macro).

In this post, we’ll cover how remarketing works, the different types of remarketing and why your business should use it.

How Does Remarketing Work?

Let’s use a real-life example; have you ever received an email or noticed an advert from a website you visited earlier that day? Well, that’s another business remarketing to you! Remarketing ads are pretty simple to understand; they are displayed once a visitor leaves your site and will usually contain tempting promotions to give them that extra spark of encouragement. For example, the ad might contain a unique discount code, which entices the user to return to where they left off. According to, 26% of customers will return to your site through the use of remarketing! Let’s face it, who wants to turn down 10% off?

There are a number of lucrative ways to retarget customers that will reward your business, including the use of Google search, email, Facebook remarketing and remarketing ads at the start of videos. However, the most critical part is making sure you are retargeting the right customers!

Google Remarketing

Google remarketing can be simply done by placing a code, known as cookies, on the pages on your website where a user might leave on a page that you don’t want them to (e.g. the checkout). Then, when a visitor lands on this page, they will be assigned with a unique cookie ID which can then be added to your Google remarketing audience list.

There are so many different ways you might want to retarget particular customers so the great thing about remarketing ads is that you can create multiple audience lists for different end goals and criteria. For example, if a customer leaves your website and abandons their shopping basket, you could remarket an ad to them which features a discount code that they can use to revisit the website and finally buy the product.

Once you’ve retargeted these customers, you’re going to want to see whether your ads have paid off, right? Well, you can by tracking each advert in Google Ads to see what’s worked out and what strategy you might need to change!

Social Remarketing

Social, such as Facebook remarketing works slightly different but it’s still super easy! By creating a social media marketing campaign, you can still create various retargeting lists, but this time by using the user’s social ID (which is assigned just the same as on Google), email address and phone number. Facebook remarketing is also clever in the fact that it can generate retargeting lists based on users similar to each other, known as Lookalike Audiences! This is when Facebook generates an average user based on the people in your list and then generates an additional list which includes those that are at least 99% similar to the average. This is an ingenious way where you can use social media ads to remarket to a whole range of potential customers!

What are Remarketing Emails?

Email remarketing is that email you will receive after adding a bunch of items to your basket, changing your mind and abandoning the page. It’s the emails you’ll get from businesses persuading you to go back and buy what you abandoned, which we know has worked as that final temptation at least once for us all before! In fact, research says that 75% of us browse and discard without purchasing which expresses really how important getting your email remarketing campaign is!

However, there are actually loads of ways you can retarget your potential customers using email and that’s not just by urging them to come back and buy. You can also send order follow-up emails to customers after they’ve purchased which might contain discount codes to incline a second purchase. You can even send rewards to loyal customers or use it as a way to nudge those inactive account subscribers!

What are Remarketing Ads?

You may have already grasped the fact that email remarketing will acquire you to collect user’s emails which can somewhat come as a challenge! Therefore, you might find yourself leaning towards remarketing ads that don’t acquire any additional customer information other than a unique ID which is automatically generated after set up.

There are quite a few versions of remarketing ads that are great for retargeting those vital website visitors. Display remarketing ads are the adverts that you will see appear when you’re searching on Google or when you’re scrolling through Facebook and notice an advert for something you were looking at buying yesterday. These display remarketing ads could even appear at the start of a video that you’re watching on Youtube or on another similar website that you’re currently on. You might think customers don’t notice your remarketing ads but 3 in 4 of us have started noticing them, so it definitely pays off!

Why Should I Use Remarketing?

To Acquire Customers

Now we have identified what display remarketing is and the different methods, it’s safe to say that the main reason why it’s so significant for a business is that it helps reach those potential customers that were originally lost. Remarketing ads and emails have been found to generate 10 times more click-through-rate than standard adverts and this is mainly due to the initial interest that was first shown, therefore it’s such a quick and easy way to attract customers you already know will be interested! Also, the fact it allows you to utilise your advertising budget is a bonus!

To Build Brand Awareness

This point is so substantial because what’s a business without a brand? Remarketing ads and emails are a perfect way to construct and develop an awareness of your brand to your target audience. If potential customers associate your brand with the commitment and generosity you give them, they’re only going to want to give you the same in return, bagging you a whole load of new loyal customers!

To Win Over Competitor’s Customers

If a visitor has left your website without converting, the first thing you’ll be thinking is that they’ve chosen a competitors website over yours, right? But, with the influence of display remarketing ads and emails, you can get in there before that’s even possible, offering an intriguing offer that won’t even make them think about going elsewhere!
However, if they’ve already purchased from a competitor, it doesn’t mean display remarketing is a definite no-go…why not try retargeting using similar or matching products or services that you think the potential customer might also like? This way, you’ll only be winning them back!

Do you Need Help With Your Remarketing Strategy?

At Brave Agency, we have an experienced team of PPC experts who can help you plan and track your ideal remarketing ad campaign from start to finish. For more information, feel free to call us today on 01733 602020 or contact us via our website.

Written byGareth Torrance

Hello there. I'm Gareth, the Search Engine Marketing Lead at Brave. With almost a decade of experience in PPC and SEO, I've seen everything from Pandas and Penguins to the horrible time that was Mobilegeddon. As a Google Ads Certified Google Specialist, I have lived through almost every major shift in the industry! And that makes me feel old.

Google Partner
Facebook Marketing Partner
Microsoft Ads